state online video 2010

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state online video 2010

  1. 1. The State of Online VideoDan PiechOMMA VIDEO - January, 2010
  2. 2. MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH© comScore, Inc. Proprietary. 2 Source: comScore Video Metrix, December 2010
  3. 3. MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH BILLION VIDEOS© comScore, Inc. Proprietary. 3 Source: comScore Video Metrix, December 2010
  4. 4. MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH BILLION VIDEOS© comScore, Inc. Proprietary. 4 Source: comScore Video Metrix, December 2010
  5. 5. 2006 <embed src=“video swf”> src=“video.swf”>© comScore, Inc. Proprietary. 5
  6. 6. 2006$324 MILLION (ad spend) 63 BILLION VIDEOS ¢0.7 PER VIDEO © comScore, Inc. Proprietary. 6 Source: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
  7. 7. 2010 <video>© comScore, Inc. Proprietary. 7
  8. 8. 2010$1,440$1 440 MILLION (ad spend) 441 BILLION VIDEOS ¢0.4 PER VIDEO © comScore, Inc. Proprietary. 8 Source: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
  9. 9. 2006 – 2010 © comScore, Inc. Proprietary. 9
  10. 10. 2006 – 2010$ Ad Spend: +344% p © comScore, Inc. Proprietary. 10
  11. 11. 2006 – 2010$ Ad Spend: +344% p # Videos: +600% © comScore, Inc. Proprietary. 11
  12. 12. AGENDA THE STATE OF ONLINE VIDEO THE FUTURE OF VIDEO MONETIZATION WHY VIDEO? © comScore, Inc. Proprietary. 12 Icon Source: Dale Morrell, 19eighty7.com
  13. 13. THE STATE OF ONLINE VIDEO Ubiquity The rise of long-form Video advertising © comScore, Inc. Proprietary. 13 Icon Source: Dale Morrell, 19eighty7.com
  14. 14. The growth of the online video universe Number of People Streaming (000) Streams (MM)180,000 40,000160,000 35,000140,000 30,000120,000 25,000100,000 20,000 80,000 15,000 60,000 10,000 40,000 20,000 20 000 5,000 0 0 May… May… May… May… May… Jan 06 Jan 07 Jan 08 Jan 09 Jan 10 Mar 06 Sep 06 Mar 07 Sep 07 Mar 08 Sep 08 Mar 09 Sep 09 Mar 10 Jul 06 Nov 06 Jul 07 Nov 07 Jul 08 Nov 08 Jul 09 Nov 09 Sep 10 Jul 10 Nov 10 © comScore, Inc. Proprietary. 14 Source: comScore Video Metrix
  15. 15. © comScore, Inc. Proprietary. 15 Image Source: Craig Chelius
  16. 16. The growth of the online video universe Number of People Streaming (000) Streams (MM)180,000 40,000160,000 35,000140,000 30,000120,000 25,000100,000 20,000 80,000 15,000 60,000 10,000 40,000 20,000 20 000 5,000 0 0 May… May… May… May… May… Jan 06 Jan 07 Jan 08 Jan 09 Jan 10 Mar 06 Sep 06 Mar 07 Sep 07 Mar 08 Sep 08 Mar 09 Sep 09 Mar 10 Jul 06 Nov 06 Jul 07 Nov 07 Jul 08 Nov 08 Jul 09 Nov 09 Sep 10 Jul 10 Nov 10 © comScore, Inc. Proprietary. 16 Source: comScore Video Metrix
  17. 17. Every month:NUMBER OF VIEWERS 180MM% OF INTERNET AUDIENCE 85%VIDEOS VIEWED 36BVIDEOS PER PERSON 200VIEWING TIME PER PERSON 13 hr © comScore, Inc. Proprietary. 17 Source: comScore Video Metrix, December 2010
  18. 18. Age breakdown: Percent of Internet audience that view video100 90 80 70 60 50 40 30 20 10 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 18 Source: comScore Video Metrix, December 2010
  19. 19. Age breakdown: Videos per viewer350300250200150100 50 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 19 Source: comScore Video Metrix, December 2010
  20. 20. Viewing by gender (Top 100 Video Properties) 500 Females Males 473.0 400 366.0 300 200 170.0 139.0 100 89.4 89.8 48% 52% 43% 57% 42% 58% 0 UVs (MM) Videos per Viewer Minutes per Viewer © comScore, Inc. Proprietary. 20 Source: comScore Video Metrix, December 2010
  21. 21. Where are viewers watching content videos? Total Unique Web Property Viewers (000) (of content videos) Google Sites 145,829 Yahoo! Sites 61,803 VEVO 50,320 AOL, Inc. 47,687 Viacom Digital 47,282 47 282 Facebook.com 42,500 Microsoft Sites 35,348 Fox Interactive Media 31,552 NBC Universal 29,192 Turner Digital 27,714 © comScore, Inc. Proprietary. 21 Source: comScore Video Metrix, December 2010
  22. 22. Duration moves upwards as long-form TV content moves online 180 Total US Viewing Duration +162% 160 140 Billions of Minutes s 120 100 s 80 60 40 20 0 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 © comScore, Inc. Proprietary. 22 Source: comScore Video Metrix
  23. 23. Growth in long-form TV programming online Yearly growth in videos viewed on long-form TV programming sites Videos Viewed Videos per Viewer 104% 75% increase increase © comScore, Inc. Proprietary. 23 Source: comScore Video Metrix, Dec 2009 – Dec 2010
  24. 24. Growth in long-form TV viewing repeat engagement Average percent of a site’s viewers that view videos on any given day (long-form sites only) 4% 8% 2009 2010 © comScore, Inc. Proprietary. 24 Source: comScore Video Metrix, Dec 2009 – Dec 2010
  25. 25. Ad impressions per month5.959 Billion video ad impressions per month Billion2.4 video ad minutes per month148 Million Milli viewers exposed to video ads © comScore, Inc. Proprietary. 25 Source: comScore Video Metrix, December 2010
  26. 26. Ad Impressions per month – 6 month variances 36 % Growth video ad impressions per month % Growth 30 video ad minutes per month 8 %GGrowth th viewers exposed to video ads © comScore, Inc. Proprietary. 26 Source: comScore Video Metrix, June 2010 – December, 2010
  27. 27. Video advertising reach 83% video viewers 70% total web 49% total US Population Linear video ads are served across the web in a month reach the average video viewer 40 times g © comScore, Inc. Proprietary. 27 Source: comScore Video Metrix, December 2010
  28. 28. Ad Percentage 16% Ads Content C t t 84% 16.4% off videos viewed are ads 16 4% id i d d © comScore, Inc. Proprietary. 28 Source: comScore Video Metrix, December 2010
  29. 29. THE FUTURE OF VIDEO MONETIZATION Are we monetizing to the degree we could be? Comparison to television Viewer expectations are being molded as we speak © comScore, Inc. Proprietary. 29 Icon Source: Dale Morrell, 19eighty7.com
  30. 30. Online video viewing growth is outpacing ad spending growth Ad Spending (MM) Streams (MM) $6,000 500000 $5,202 450000 440,692 $5,000 400000 350000 $4,000 $3,844 300000 260,049 $2,858 $3,000 250000 200000 $1,966 $2,000 142,254 150000 $1,440 102,141 $1,029 100000 $1,000 $734 63,515 63 515 $324 $410 50000 $135 $225 $40 $55 $85 $0 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 © comScore, Inc. Proprietary. 30 Source: comScore Video Metrix, December 2010 and eMarketer, December 2009
  31. 31. Not enough ads?Ads too cheap? © comScore, Inc. Proprietary. 31
  32. 32. All Online Video Television 1.6% Ads Content 25% 98.4% 75% 1.6% of time spent viewing video online is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 32 Source: comScore Video Metrix, December 2010
  33. 33. Entertainment Sites Television 5.3% Ads Content 25% 94.7% 75% 5.3% of time spent viewing video online on entertainment sites is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 33 Source: comScore Video Metrix, December 2010
  34. 34. Long-Form Premium TV-content Television 8.5% Ads Content 25% 91.5% 75% 8.5% of time spent viewing video online on long-form premium TV content is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 34 Source: comScore Video Metrix, December 2010
  35. 35. What do our Viewers Really Value? Reasons to Watch Online Missed episode on TV 69% Like to see past episodes 56% Convenience 57% Less ads 42% Cross Platform [B] Can discover new shows easily 29% Prefer the online experience p 13% Dont subscribe to cable/ dont have a TV 9% 0% 20% 40% 60% 80%Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply. Base sizes: Total=617 © comScore, Inc. Proprietary. 35 Source: comScore TV Everywhere Survey, 2010 Online Only= 115 Both TV/Online= 502
  36. 36. What do our Viewers Really Value? Reasons to Watch Online Missed episode on TV 69% Like to see past episodes 56% Convenience 57% Less ads 42% Cross Platform [B] Can discover new shows easily 29% Prefer the online experience p 13% Dont subscribe to cable/ dont have a TV 9% 0% 20% 40% 60% 80%Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply. Base sizes: Total=617 © comScore, Inc. Proprietary. 36 Source: comScore TV Everywhere Survey, 2010 Online Only= 115 Both TV/Online= 502
  37. 37. 100.0 Desired Length of Commercials Online 80.0 60.0 40.0 20.0 0.0 1 min 2 min 3 min 4 min 5 min 6 min 7 min 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min Negligible Minimal Long Enough Too Long © comScore, Inc. Proprietary. 37 Source: comScore TV Everywhere Survey, 2009 Base sizes Total=640
  38. 38. 100.0 Desired Length of Commercials Online 80.0 60.0 40.0 20.0 0.0 1 min 2 min 3 min 4 min 5 min 6 min 7 min 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min Negligible Minimal Long Enough Too Long © comScore, Inc. Proprietary. 38 Source: comScore TV Everywhere Survey, 2009 Base sizes Total=640
  39. 39. Amount of Advertising is:100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1min 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Fair Minimal Long Too Long © comScore, Inc. Proprietary. 39 Source: comScore TV Everywhere Survey, 2010 Base sizes: Total=616
  40. 40. Are we conditioning our viewers to fewer ads? © comScore, Inc. Proprietary. 40
  41. 41. WHY VIDEO? What makes the video universe uniquely powerful? The social nature of online video © comScore, Inc. Proprietary. 41 Icon Source: Dale Morrell, 19eighty7.com
  42. 42. And it works How would you rate the commercials you see when watching  original TV shows on ONLINE vs. TV?  Completely Agree – Top 2 Box i i l V h ONLIN V? Online Rating Online Rating TV Rating TV Rating Commercials make me think favorably about the brand being  31.2% advertised 18.7% 29.8% Commercials are relevant to me Commercials are relevant to me 18.6% 30.1% Commercials are memorable 21.8% The commercials interfere with my show viewing 32.1% 32.0% I enjoy watching the commercials 19.5% 34.3% Commercials are annoying 25.6% 35.8% Commercials are interesting 22.0% © comScore, Inc. Proprietary. 42 Source: comScore TV Everywhere Survey | n = 1825
  43. 43. What are the reasons you visited an advertiser’s website whilewatching a show online? A video commercial played during the show p y g A product that you noticed in the program A video commercial played before the show A text or image-based commercial surrounding the video player di th id l Other 0 10 20 30 40 50 60 Percentage of respondents © comScore, Inc. Proprietary. 43 Source: comScore TV Survey, 2010
  44. 44. Nearly 100% of online spenders are video viewers Non-Video Non Video Viewers 4% Video Viewers 96% © comScore, Inc. Proprietary. 44 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  45. 45. Not all video audiences are created equal when it comes to videoadvertising and retail spending at a category level Buying Power Index 170180 136 145160140 115120100 80 60 40 20 0 Total Video Sites Video Ad Network Earned Media & Long Format TV Category Social Video © comScore, Inc. Proprietary. 45 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  46. 46. Video is social, interactive, lean forward… Note the clichéd clip-art graphics © comScore, Inc. Proprietary. 46
  47. 47. 1 in 3 video viewers comment © comScore, Inc. Proprietary. 47
  48. 48. 2 in 5 upload videos© comScore, Inc. Proprietary. 48
  49. 49. 1 in 2 regularly share videos © comScore, Inc. Proprietary. 49
  50. 50. More than 1 in 2 view online video with others © comScore, Inc. Proprietary. 50
  51. 51. Among 18-34 s, more than 2 in 3 view with others 18-34’s © comScore, Inc. Proprietary. 51
  52. 52. THE STATE OF ONLINE VIDEO Ubiquity The rise of long-form long form Video advertisingTHE FUTURE OF MONETIZATION Are we monetizing to the degree we could be? Comparison to television Viewer expectations are being molded as we speakWHY VIDEO? What Wh t makes th video universe uniquely powerful? k the id i i l f l? The social nature of online video © comScore, Inc. Proprietary. 52 Icon Source: Dale Morrell, 19eighty7.com
  53. 53. Thank you!Dan Piech | dpiech@comscore.com

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